Power and the audience

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Here’s a reminder of a slideshow we looked at last year, which explores the ways in which new media empowers the audience.

Far from being the passive, sponge-like, audience imagined by the hypodermic theory, audiences are instead active and often pro-active, controlling their media consumption and often producing their own media texts in response to the world around them.

Some people are watchers, true; some people are lurkers; some people are contributors; some are builders.